For our ongoing look at the best practices in social media, we will focus for the next few weeks on Twitter.
Meet, John with Spectacular Goat, a street food emporium which specializes in pizza in their mobile wood fired oven. Based out of Warwick, Warwickshire, UK, the company is mobile and goes where it wants which is why social media has part to be part of the marketing equation.
Q: When and why did you join Twitter?
A: We joined twitter back in May as we set up the business. I used Twitter personally and knew it could be a powerful tool if used well. We have just under 600 followers, but we engage with them and that's the key.
Q: We have found only about 50% of pizzerias have a presence on social media. What advice do you have for pizzerias in terms of social media?
A: It's free. It enables you to engage with people and build relationships. You can support other local businesses and they will support you which means you build a community. The human nature likes communities and you can create special offers for them so they feel special. It can work for you as you want it too.
Q: What you have found to be the most effective posts on Twitter?
A: Without a doubt, people love pictures and video.When you have 140 characters to get a message across, a picture is really worth a thousand words!
Q: What is the key to success with social media for any pizzeria?
A: There are plenty of people out there who are 'experts' or 'gurus' and each preach their own way, what they like and dislike. Take it all with a pinch of salt and experiment with what works for you.
What I've found is:
It's all about engagement; if someone tweets you respond. If they retweet you thank them. If lots of people retweet you tweet a general thank you, so you don't have endless tweets saying thank you!
It's not just about promoting your business; if you were in a room of people and one person just kept talking about themselves and their latest offer it becomes dull and irritating. I work on the general idea of thirds. A third of your tweets should be about you as an individual, your character and the people in the business - there needs to be a human behind the tweets and it needs to show. A third of your tweets should be educational, demonstrating your knowledge about food and the expertise you have. Don't be afraid to give your customers/followers advice on how to cook great pizza at home. Only a few will try, very few if any will succeed in making anything that comes close to your pizza. A third of your tweets should be business related. Offers, promotion of new pizzas, information on opening hours etc.
Q: What is unique to your restaurant that you try to highlight on social media?
A: we're mobile we do not have a fixed location so we use social media to help build a focus for our up coming events. We promote the event, we promote other food vendors and they promote us. We work together to make the event and pull in our respective communities.
To learn more visit the Spectacular Goat website, Facebook or Instagram page and be sure to follow them on Twitter.